Students from WVU's Department of Communication were invited in May to present their research on pedestrian safety to the City of Morgantown. An overview of their data is presented in this presentation.
Pedestrian Safety Assessments and Observations Comm 509:Health Communication Dissemination Spring 2012
Pedestrian Safety Background A pedestrian or bicyclist is killed every 4 minutes1 More than 30,000 injuries in 20092 More than 4,000 fatalities in 20092 Individuals aged 18-25 have the highest rates of pedestrian-related injuries and fatalities3: 1Short,J. R., & Pinet-Peralta, L. M. (2010). No accident: Traffic and pedestrians in the modern city. Motilities, 5, 41-59. doi:10.1080/17450100903434998 2NationalHighway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf 3Redmon, T. (2003). Assessing the attitudes and behaviors of pedestrians and drivers in traffic situations. Institute of Transportation Engineers Journal, 73, 26-30.
Save a Life: Background Speeding is the third leading cause of car crashes4 – In West Virginia, 356 fatalities were due to speeding in 20094 – Nationally, ~13,000 fatalities occur annually4 Texting while driving increases the chance of a crash by 23 times4 4NationalHighway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf
Save a Life: Methods Survey (167 participants) Focus groups (13 participants) 2 individual interviews
Save a Life: Formative Research Results Speeding Findings – 48% of survey respondents indicated they would speed in the next year – 100% of focus group participants stated speeding is common in Morgantown Texting Findings – Approximately 60% of survey respondents reported they would text while driving in the next year – 77% of focus group participants also indicated that they have texted while driving and 62% will continue to do so
Save a Life: Message Did you know? Speeding is a major contributing factor in 31% of all fatal crashes. Save a life. Don’t speed and drive.
Please Cross Responsibly Presented by: Nick Coradetti
Please Cross Responsibly: Results Survey Participants 27% reported they think cell phone use is risky for pedestrians 91% admitted to talking on a cell phone while walking 93% admitted to texting on a cell phone while walking
Please Cross Responsibly: Results Focus Group Participants 100% admitted to engaging in distracted walking 100% agreed they were capable of avoiding distracted walking 100% reported they must feel threatened or be personally affected to avoid distracting behaviors
Give Drivers a Hand Presented by: Alannah Maxwell
Give Drivers a Hand: Background Intent to cross is difficult to recognize Intervention in Dartmouth, Nova Scotia – “Increasing Driver Yielding and Pedestrian Signaling with Prompting, Feedback, and Reinforcement”5 • Increased yielding and signaling by 20% • Implemented on two dangerous streets • Similar size and population as Morgantown 5Van Houten, R., Louis Malenfant, J. E., & Rolider, A. (1985). Increasing driver yielding and pedestrian signaling with prompting, feedback, and enforcement. Journal of Applied Behavior Analysis, 18, 103-110
Give Drivers a Hand: Data Collection Crosswalk observations (10 hours) Intercept interviews with pedestrians (99 participants) – Crossing behaviors – Beliefs about safety – Attitude toward signaling – Perceptions of most/least likely to yield
Give Drivers a Hand: Observational Researchand Onsite Interview Results 45% of drivers actually yielded at crosswalks – 38% of pedestrians believed drivers typically yield 18% of pedestrians reported being hit 65% reported near misses 77% reported willingness to use a hand signal – 75% reported that it would be easy to remember
Give Drivers a Hand: Messages Tagline: Give Drivers a Hand Pamphlet: 5 Great Reasons to Yield to Pedestrians
Questions and/or Comments For more information, please contact: – Save a Life • Melissa Ceo, Zac Goldman, Brittany Swope, Anna Wagenhouser – Please Cross Responsibly • Nick Coradetti, Rebecca DiClemente, Kaitlyn Gibbons, Jessica Kirk – Give Drivers a Hand • Shelly Dusic, Alannah Maxwell, Erik Neville, Melody Thomas – Course Instructor • Maria Brann – Maria.Brann@mail.wvu.edu – 304.293.3905